Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
Not sure what that makes you…
Speaking of honesty, that brings us to my PET PEEVE #1: I hope this is the last time we’ll hear this expression in this class.
I do. I’ll almost always edit them out. When you write for PR, you write for journalists, who use the AP stylebook. THIS IS PET PEEVE #2. I used an Oxford comma in the previous slide only to accentuate the pause.
It starts with SMART Objectiveshttp://overtonecomm.blogspot.com/2010/10/commonsense-social-media-measurement.htmlIn order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:Specific: not vagueMeasurable: have numbers attached to themAttainable: Are not too easy, or too hard to achieveResults-Oriented: they are tied to business goalsTime Bound: They have a time frame by which they can be accomplishedAnother way to think of this, is by asking yourself:How many/much of X results to I hope to achieve by X date? How many, by when?Let’s look at an example of a SMART Objective…
1. Pet Peeve #1Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
11. ••••• Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
12. The old model, or one reason why PR is flawedMegaphone The EarthFlickr image uploaded by thivierr Taken 7 December, 1972Shared under Creative Commons Apollo 17 missionAttribution-Share Alike 2.0 Generic Courtesy: NASALicense Fresh Ground, Inc.
13. We’ll tackle how toovercome these silosin the ProceduralFramework discussion
14. Social media practitioners fall victim to three key ailmen This is one of them…• TALKING HEAD SYNDROME
15. The Reality Fresh Ground, Inc.
16. The Reality Fresh Ground, Inc.
17. The Reality Fresh Ground, Inc.
18. The Reality Fresh Ground, Inc.
19. The Reality Fresh Ground, Inc.
20. The Reality Fresh Ground, Inc.
21. The Reality Fresh Ground, Inc.
22. The Reality Fresh Ground, Inc.
23. The Reality Fresh Ground, Inc.
24. A New ModelIdeate Share Listen ChangeFlickr image uploaded by Caveman (Kickin 66 with Pete Zarria) Flickr image uploaded by Ed Yourdon Flickr image uploaded by andronicusmax Flickr image uploaded byadam*bShared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative CommonsAttribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 GenericLicense License License License Fresh Ground, Inc.
28. Organizations need to understand and respect these four fundamental social media philosophical tenets: • • • •Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/
44. • –• – – We’ll come back to• these and drop – – them in a matrix – for a deeper• discussion of the – – process of social – media. – http://www.mckinseyquarterly.com/Demystifying_social_media_2958
45. The Psychographic / Personal Side of Social Media: (How People Use Social Media) 2011 http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html
70. Social media practitioners fall victim to three key ailmen This is the third of them…• FISHBOWL SYNDROME
71. Fishbowl Syndrome is dangerous for individuals and co•• http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/ http://www.thefilterbubble.com/
72. Source: Nielsen, State of the Media: The Social Media Report Q3 2011